Beck's: Heroes Of The Night, 3

Credits & Description:

Title of Entry: HEROES OF THE NIGHT
Brand: BECK´S
Product/Service: BECK´S Pils
Client: BECK´S
Entrant Company: SERVICEPLAN GERMANY
Creative Agency: SERVICEPLAN GERMANY
Date of Release: 2019-04-29
Global Chief Creative Officer: Alex Schill
Executive Creative Director: Thomas Heyen
Executive Creative Director: Markus Kremer
Managing Partner: Florian Klietz
Management Supervisor: Kristian von Elm
Managing Director / ECD: Markus Maczey / PLAN.NET GERMANY
Design Director: Sebastien Stabenau
Creative Director: Ronnie Patt
Art Director: Philipp Trübiger
Copywriter: Jan-Erik Scheibner
Erik Scheibner: Jan
Account Management: Mariah Kattmann, Marco Dinoto, Jeferson Lopes Cocate
Technical Project Management / Developer / Creative Code / UX/UI Design: Jonas Heitzer, Efim Tamplon, Alexander Kneifel / PLAN.NET GERMANY
Account Manager: Kristian von Elm, Mariah Kattmann
Creative Director: Ronnie Patt
UX Designer: Alexander Kneifel, PLAN.NET GERMANY
Art Director: Philipp Trübiger
Copywriter: Jan-Erik Scheibner
Alex Schill, Global Chief Creative Officer
Thomas Heyen, Executive Creative Director
Markus Kremer, Executive Creative Director
Florian Klietz, Managing Partner
Sebastien Stabenau, Design Director
Matthias Schardt, Illustrator
Markus Maczey, Managing Director / ECD, PLAN.NET GERMANY
Jonas Heitzer, Technical Project Management / Senior Developer / Creative Coder, PLAN.NET GERMANY
Efim Tamplon, Jr. Developer / Jr. Creative Coder, PLAN.NET GERMANY
Marco Dinoto, Jeferson Lopes Cocate, Account Manager, PLAN.NET GERMANY
Date of Release: 2019-04-29
Background: Beck’s has a strong fan base in the party community. It’s the traditional beer in clubs and on festivals. It’s a key goal of the brand to stay relevant and enrich peoples live with helpful innovations that create value.
Idea: To interact and communicate with the Beck’s target group WhatsApp is by far the most relevant channel. 97% of Germans between 18 and 29 are using WhatsApp for their communication. But compared to other social channels WhatsApp is hard to enter for brands. There was an insight needed why users should open their “door” and let a brand in. By offering utilities that provides entertainment and fun.
Results: The world’s first app that transforms WhatsApp group chats into fully personalized, action-packed comic strips. Everything is made possible combining an intelligent software and a pool of 300 pre-drawn illustrations by famous German comic illustrator Matthias Schardt. The software can choose out of ten hero characters to pair one of them with each group member that fits the best. The dialog is automatically edited and integrated into the comic frames in chronological order. Colored in the brand‘s red and green the frames work with every thinkable text. A stringent and at the same time open choice of motifs was key. In order to let the dialog create the story – like in the group chat! To guarantee a fully immersive experience the software adapts also time of sending and puts the located city skylines in the background.